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Do you have more background info on that eye tracking study? I ask because the first thing that came to mind was that this was a more seductive photo. It seems

by yogo 13y ago

Do you have more background info on that eye tracking study? I ask because the first thing that came to mind was that this was a more seductive photo. It seems to me most photos with a single person do in fact look at the camera. If they are not looking directly into the camera where should they be looking? Took a quick look at basecamp.com just to check since I know they did some testing with using photos with humans. As for using stock photos I totally agree with that, it always comes off as fake.

kintamanimatt 13y ago
It's been written about quite extensively. Google stuff like "eye tracking study conversion optimization" and you'll come up with a ton of hits. Lesson #6 on this[-2] blog post also has another example. A/B test everything, and, while this isn't a hard rule, generally the model's eyes should be looking where you want to viewer to look. The reason I think 37Signals successfully breaks this "rule" is because the headline is by far the most dominant thing on the page.[-1] Not so with OP's design.[0] On the Basecamp site, it's virtually impossible not to be able to see the headline first and read what it says before moving on to anything else on the page. 37Signals would be wrong to have the model's eyes looking in any other direction. If she were looking to the left she'd be looking away from the call to action. If she were looking to the right she'd be looking away from the social proof. This is one of those times that they understood the "rules" so well that they were able to break them for greater effect. [-2] http://www.quicksprout.com/2013/08/01/7-conversion-optimization-lessons-learned-from-eye-tracking/ http://www.quicksprout.com/2013/08/01/7-conversion-optimizat... [-1] http://i.imgur.com/0XWFn9v.png http://i.imgur.com/0XWFn9v.png [0] http://i.imgur.com/HAW2JTv.png http://i.imgur.com/HAW2JTv.png

by yogo 13y ago

kintamanimatt 13y ago

It's been written about quite extensively. Google stuff like "eye tracking study conversion optimization" and you'll come up with a ton of hits. Lesson #6 on this[-2] blog post also has another example. A/B test everything, and, while this isn't a hard rule, generally the model's eyes should be looking where you want to viewer to look. The reason I think 37Signals successfully breaks this "rule" is because the headline is by far the most dominant thing on the page.[-1] Not so with OP's design.[0] On the Basecamp site, it's virtually impossible not to be able to see the headline first and read what it says before moving on to anything else on the page. 37Signals would be wrong to have the model's eyes looking in any other direction. If she were looking to the left she'd be looking away from the call to action. If she were looking to the right she'd be looking away from the social proof. This is one of those times that they understood the "rules" so well that they were able to break them for greater effect. [-2] http://www.quicksprout.com/2013/08/01/7-conversion-optimization-lessons-learned-from-eye-tracking/ http://www.quicksprout.com/2013/08/01/7-conversion-optimizat... [-1] http://i.imgur.com/0XWFn9v.png http://i.imgur.com/0XWFn9v.png [0] http://i.imgur.com/HAW2JTv.png http://i.imgur.com/HAW2JTv.png